TITLE

Set-top box magic opens doors to Hispanic homes

AUTHOR(S)
Zbar, Jeffrey D.
PUB. DATE
April 1999
SOURCE
Advertising Age;4/12/1999, Vol. 70 Issue 16, ps26
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses changes in the media options for the U.S. Hispanic market as of April 1999. There was a time when the U.S. Hispanics had only two media choices, Univision and Telemundo. But that could change. With the rise of Spanish-language cable programming networks and digital alternatives. This comes as the U.S. Hispanic market continues to grow, which means increased buying power. Hispanic population and spending increases plus marketers boosting ethnic marketing budgets, are driving the market forward. In 1998, cable networks and tiered programming options have appeared on set-top boxes across the U.S., giving Hispanics more choices. With networks existing such as Discovery en Español, along with digital audio channels, the tier is targeting everyone from Spanish-dominant, first generation Hispanics to acculturated bilingual Hispanics.
ACCESSION #
1774794

 

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